The Impact of EWOM, Brand Image, and Content Marketing on Purchase Decision with Country of Origin as a Moderating Variable
Downloads
The increasing need for clean water in industrial areas demands a reliable and sustainable water supply system. This study aims to determine the optimal strategy for meeting clean water supply through optimizing the operational and maintenance costs of the water utility network at WTPs in industrial areas. The strategies analyzed include O&M strategies, small CAPEX strategies through the implementation of Streaming Current Monitors (SCMs) and supporting instrumentation, and large CAPEX strategies in the form of WTP construction or expansion. The research method uses Present Value (PV) and Life Cycle Cost (LCC) based financial analysis with a 20-year analysis period and a discount rate of 8%, based on historical WTP operational data and investment estimates. Scenario and sensitivity analysis were conducted to strengthen decision making. The results showed that the O&M strategy is the most optimal strategy and is the main priority because it provides the highest cumulative cost savings without initial investment, with PV Saving OPEX and MEX of IDR 230.07–677.51 million, and IDR 495.26 million in the moderate scenario. Small CAPEX strategy produces a positive NPV Saving of IDR 51.48 million but is sensitive to initial investment and the level of chemical savings. Meanwhile, the large CAPEX strategy has a Total Life Cycle Cost of IDR 57,415.00 million and is more appropriate as a medium to long-term solution to increase capacity and supply reliability. This study recommends implementing the strategy in stages to maintain the sustainability of clean water services and the efficiency of industrial area operational costs.
BPOM. (2022). NGEBAKSO (Talking Together About Cosmetics), Let's Make Your Own Cosmetics. Retrieved February 5, 2023, from https://www.pom.go.id/new/view/more/berita/28232/Ngebakso--Ngobrol-Bareng-Soal-Kosmetik---Ayo-Buat-Sendiri-Kosmetikmu.html
Chen, J.-L., & Dermawan, A. (2020). The influence of YouTube beauty vloggers on Indonesian consumers’ purchase intention of local cosmetic products. International Journal of Business and Management, 15(5), 100–116.
Hardianawati. (2023). Affiliated marketing content in Shopee through TikTok media on purchase decision. Revista de Gestão Social e Ambiental, 17(4), 1–12. https://doi.org/10.24857/rgsa.v17n4-025
Musnaini, & Wijoyo, H. (2021). Impact of variety seeking and electronic word of mouth on cosmetic brand switching (study on the cosmetic industry in Indonesia). EKONAM: Journal of Economics, 3(1), 23–32.
Park, Y. W., & Hong, P. (2024a). Beauty reimagined: Navigating the cosmetic industry’s digital transformation. In Cosmetics marketing strategy in the era of the digital ecosystem: Revolutionizing beauty in the new market frontier (pp. 47–74). Springer.
Park, Y. W., & Hong, P. (2024b). Innovative synergies in the cosmetic industry. In Cosmetics marketing strategy in the era of the digital ecosystem: Revolutionizing beauty in the new market frontier (pp. 187–205). Springer.
Populix. (2022). Unveiling Indonesian beauty & dietary lifestyle. Retrieved November 24, 2022, from https://info.populix.co/en/report/unveiling-indonesian-beauty-dietary-lifestyle/
Puteri, A., Suci, F. R., Arissafia, R. A., Panjaitan, D., & Nisa, K. (2025). SWOT analysis in the Indonesian cosmetics industry: A systematic literature review with a case study of PT Paragon Innovation and Technology. Journal of Business and Behavioural Entrepreneurship, 9(1), 123–150.
Rachmawati, I., Sary, F. P., & Perdani, D. R. (2016). Influence of the use of brands in a foreign language (English) on the purchase decision process of cosmetic products made in Indonesia. Pertanika Journal of Social Sciences and Humanities, 24, 51–62.
Sen, S., & Bhattacharya, N. S. (2025). Innovating beauty: Unveiling the role of patents in the cosmetic industry. Journal of Intellectual Property Rights, 30(3).
Shadrina, R. N., & Sulistyanto, Y. (2022). Analysis of the influence of content marketing, influencers, and social media on consumer buying decisions (study on Instagram and TikTok users in Magelang City). Diponegoro Journal of Management, 11(1), 1–11.
Sirus, B. Y. (2023). Analysis of the influence of country of origin, brand awareness, and perceived price on the purchase decision of MCB client products with perceived quality as a mediating variable. Journal of Social Science, 2(6), 488–506.
Sociolla. (2020). Interesting facts about the beauty world of the country in the ZAP Beauty Index 2020. Retrieved January 2, 2024, from https://journal.sociolla.com/beauty/beauty-index-2020
Solidoro, C. (2025). Corporate innovation strategies: An exploratory study of innovation processes, domains and decision drivers in the beauty industry. Politecnico di Torino.
Suryani, Suprihartini, L., & Akhirman. (2021). Electronic word of mouth and product quality on HPAI herbal product purchase decisions with brand image as an intervening variable. Student Online Journal (SOJ) UMRAH - Economics, 2(1), 448–462.
Syaiful, I. A., & Royani, A. P. (2020). Buy or not? The role of electronic word of mouth (eWOM) and brand personality on purchase decisions in local cosmetic brands. Journal of Psychology, Science and Professions, 4(2), 135–145.
Zeverina, F. Z., & Hairudinor. (2023). The influence of country of origin on brand image and purchase decision of BLP Beauty brand cosmetics in Banjarmasin City. Journal of Business and Development, 12(2), 30–40.
Copyright (c) 2026 Rosyifa Salsabila Auliya Sahili, Ma’mun Sarma, Mimin Aminah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
